Stop the Bleeding: Rebuilding
Master Level Enrollments
January 2014
Hawaii International Conference on
Education, 12th Annual Conference
Susan Cramer, PhD
Dean of Graduate Studies
University of Wisconsin Oshkosh
Oshkosh, WI (USA)
What is the problem?
Headcount Enrollment
1800
1600
1400
1200
1000
800
600
400
200
0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Our Solution: Advertising
It was time to stop our tradition of being
“the best kept secret”
Shhhhhh……
Shhhhhh…
Why Advertising?
• Advertising let’s people know that you have something
important to offer.
• When advertising two key points to remember are:
– It takes 7 “touches” to sell something
– The student life-cycle is: (1) awareness, (2) inquiry, (3)
application, (4) acceptance, (5) enrollment, (6) retention,
and (7) alumni.
• The purpose of this project our Fall 2013 Media Blitz is
to increase our visibility. With increased visibility it is
anticipated that graduate program inquiries,
applications and enrollment will increase.
Outdoor Advertising
(to drive viewers to our website)
Why these locations?
(Here’s Wisconsin)
https://en.wikipedia.org/wiki/File:Wisconsin_in_United_States.svg
We are in
Northeast
Wisconsin
• Build awareness
• 7 touches
• Even with online
programs
students select
schools that are
geographically
close.
*
https://upload.wikimedia.org/wikipedia/commons/thumb/9/9d/Wisconsin_Population_map.jpg/766px-Wisconsin_Population_map.jpg
Motion media: Local, 30 Second Ads
http://www.uwosh.edu/gradstudies/student-profiles/01-meet-our-students
• Movie Theatres
• TimeWarner cable
• At&T Uverse Monday & Tuesday Night Football
Online ads
(all advertising was designed to drive people to our website)
•
•
•
•
Banner ads (targeted demographics)
Search Engine ads (Google, Yahoo, Bing)
Facebook
Websites reviewed for key word searching
Sample search on December 26
Paid advertising for top hits….
Click and you get --
http://www.uwosh.edu/gradstudies/achieve-more/new-year-new-degree/a-new-degree-for-a-newyear?utm_source=Google%20Adwords&utm_medium=cpc&utm_content=new%20years&utm_campaign=Graduate%20Studies%202014%20Marketing%20Campaign&gclid=
CMXu3eawzrsCFVBgMgodrgkAHg
Website Revisions
• Key word searching
• Web optimization
• Mobile friendly (traffic coming from desktop
computers is down almost 1% and mobile visits up 104%)
• Call to Action buttons and links
• Information reorganized to reflect audience
needs
See site 
http://www.uwosh.edu/gradstudies
Collecting Contact Information
• “Request Information” prominently displayed
• Constant Contact
Is the campaign working? YES
Graduate campaign, Green Bay to Fond du Lac (the past
6 weeks compared to same timeframe last year):
(November 19, 2013 email)
• Overall web traffic is up 10%
• Traffic from regions we're advertising in: Green Bay
up 15%, Appleton up 9%, Oshkosh up 10%, Neenah
up 36%, Fond du Lac up 96%
• Our Google and Facebook ads are driving a lot of
traffic, which seems to be offsetting the general
decline we're seeing in our normal channels (Google
search, people typing in our URL)
Website visits….
~ Dec 5 no online ads, PA left,
credit cards reissued
http://go2mobi.com/blog/wpcontent/uploads/2013/07/mobile-device-recognition.jpg
Enrollments, Applications, Admissions
(November 29, 2013)
Fall 2012
Fall 2013
Enrollments
1,112
1,279
Applications
321
362
Admissions
209
251
How did we obtain the funding?
(It’s been a long process)
• In conjunction with
our Integrated
Marketing
Department, we
developed a
Marketing Plan
• Within the plan we
utilized data from
our Strategic
Planning efforts
and our market
research study.
• We had a pretty
good idea of why
students were
selecting our
campus.
• We surveyed current graduate students,
program coordinators and administrators to
create our new “look” (Brand Image).
We tie all our efforts to our Strategic Plan
(approved by Graduate Council, May 2010)
Vision
• The University of Wisconsin Oshkosh will be recognized as the
premier provider of graduate education north of Madison.
Mission
• Graduate education at …fosters scholarly activities that develop
leaders who think creatively and analytically. Our graduate students
and alumni contribute to the intellectual vitality of their communities
by not only creating knowledge but by applying that knowledge.
Opportunities to strengthen graduate education on campus:
• Increase visibility of graduate education on campus
• Communicate our scholarly leadership and research expertise
• Enhance external relations
• Go forth
• Optimize enrollment
Leadership
• The campus invested in resources to strengthen graduate
education.
• A Graduate Development Task Force was established in
Fall 2009 to create the Strategic Plan.
• One recommendation from the Task Force was the hiring
of a Dean (full-time, ¾ time, or ½ time).
• A half-time Dean of Graduate Studies was hired in
Summer 2012.
• The Dean, in conjunction with the Office of Graduate
Studies staff, and Integrated Marketing, with the
approval of the Graduate Council and university
administration, worked tirelessly to make this campaign a
reality.
Next Steps….
• Continue online advertising presence for Spring and
Summer 2014 semesters.
• Work to identify a long term, sustainable budget and
marketing strategy.
• Recognize that all targets are continually moving!
• Presentation available
athttp://www.uwosh.edu/facstaff/cramer
• Ideas/comments?
email me -Cramer@uwosh.edu